影響消費者參與企業微網誌互動之動機研究-以Plurk為例 A Study to the Motivation Influencing Consumer Participating Enterprise Microblogging Interaction – Take Plurk as an Example

Date
2011
Authors
何芝宜
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Abstract
近年來網際網路技術趨向成熟,許多新興的網路服務、社群平台也隨之興起。2006年微網誌服務推出,並迅速在世界造成一股風氣,人們使用網路的習慣及觀念也隨之改變;許多企業深諳人潮就是錢潮的道理,看準了微網誌的行銷潛力,紛紛將行銷資源投向微網誌這塊大餅,於主流微網誌平台上建立起新的行銷戰場。過往的研究顯示,微網誌是一種屬於互動性高的社交網路工具。然而,國內企業的微網誌朋友數及粉絲數量固然多,但這些企業的噗文回應數量卻往往只維持在20-30則左右,從比例來看僅佔了0.1%不到。本研究即以這個角度為出發點,透過「參與動機」及「互動行為」兩大構面,探討消費者行為。 本研究「參與動機」由Davis et al.的動機模式理論所建構,「互動行為」則立基於社會交換理論。研究結果顯示:(一)不同人口變項使用者對於參與動機無顯著差異。(二)使用者之「性別」對於互動行為之「角色積極度」達到顯著差異;「年齡」對於互動行為之「結構複雜度」及「資源價值性」達到顯著差異;「教育程度」對於互動行為之「結構複雜度」也有顯著差異。(三)噗浪的「使用頻率」及「使用時間」對於「內在動機」以及「人際互動動機」皆呈現顯著差異;「使用資歷」對於「內在動機」呈現顯著差異。(四)噗浪的「使用頻率」及「使用時間長度」對於「角色積極度」及「資源價值性」皆呈現顯著差異;「使用資歷」對於「角色積極度」呈現顯著差異。(五)參與動機對於互動行為呈現正相關性。 根據研究結果,本研究也針對企業經營微網誌者提出幾點建議:(一)經營微網誌的“歡樂氣氛”(二)加強與顧客溝通(三)多舉辦各式活動(四)製造話題以吸引消費者停留。而後結研究者則可以參考本研究結果,了解消費者行為後,進而探討企業微網誌廣告內容的差異對於消費者行為的影響及差異。
The internet technology is getting mature nowadays, a number of social network services and community platforms also rise up in the meantime. As a result, many companies understand that the crowd is money, seeing the potential of microblogging marketing, they started to throw marketing resources into microblogging services, building a new marketing battlefiled in the mainstream microblogging platforms. In the past researches showed that microblogging is a highly interactional social network service, but researcher just found that in Taiwan, even business microbloggings have a lot of followers, the replying percentage is merely 0.1%. In this research, researcher use ―Participate Motivation‖ and ―Interaction‖ as the researching concept to investigate consumer actions. In this research, the ―Participate Motivation‖ is based on the ―Theory of Motivation‖, and the ―Interaction‖ is based on the ―Theory of Social Exchange‖. The research result is as below: A. Different user backgrounds show no significant difference in Participate Motivation. B. Different user backgrounds show significant differences in Interaction concept. C. Different Plurk Using habits show significant difference in Participate Motivation. D. Different Plurk Using habits show significant difference in Interaction concept. E. Participate Motivation is positive correlation to Interactions.
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Keywords
微網誌行銷, 噗浪, 參與動機, 互動行為, Microblogging Marketing, Plurk, Participate Motivation, Interaction
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